Customer Insight 18Mar10 Workshop B Graham Cadle


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Customers at the Heart of Total Place event 18th March 2010

Graham Cadle LB Croydon Workshop B presentation

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  • South London Largest London borough by population Home of trams in the capital
  • I wont pretend to be an expert in this But speaking to different experts and the options we felt we needed an approach that allowed a detailed understanding of the journey customers follow Using ethnographics – basically semi-structured interviews and observation, in their local environment. Dicsussing all the feelings and experiences and what customers really wanted or felt would work Was time consuming – and required right skills Their understanding of issues and services Motivation behind decision making
  • The subtle bit that makes all the difference.
  • 5. Support informal social networks at all stages, especially early stages.
  • Customer Insight 18Mar10 Workshop B Graham Cadle

    1. 1. Graham Cadle Director of customer services London Borough of Croydon
    2. 2. Understanding customer needs to improve services <ul><li>Croydon and total place </li></ul><ul><li>General approach to customer insight </li></ul><ul><li>How we supported our pilot </li></ul><ul><li>Our findings </li></ul><ul><li>Next steps </li></ul>
    3. 3. The Croydon context <ul><li>40% BME background - forecast to rise to 50%(+) by 2026 </li></ul><ul><li>100 languages and 3 main religions </li></ul><ul><li>30% Community Perspectives, 22% Secure Suburbia ( MOSAIC ) </li></ul><ul><li>43,000 of school age – London’s largest </li></ul><ul><li>With 70 births per 1,000 women, fertility rates in Croydon are above average </li></ul><ul><li>Births have risen to more than 5,000 per year and are likely to continue to rise </li></ul><ul><li>1,000+ looked after children – 2/3rds are asylum seekers </li></ul><ul><li>45% of births are to mothers not born in the UK </li></ul>
    4. 4. Our Total Place Pilot <ul><li>Improving children’s health and wellbeing: conception to 7 year old </li></ul><ul><li>Building on a strong LSP </li></ul>
    5. 5. A general approach <ul><li>Build knowledge of the customer </li></ul><ul><li>Determine how to best engage and understand </li></ul><ul><li>Test initial findings </li></ul><ul><li>Embed change </li></ul><ul><li>Measuring outcomes </li></ul>
    6. 6. Understanding the customer <ul><li>Service user data </li></ul><ul><li>Mosaic </li></ul><ul><li>Satisfaction and complaints </li></ul><ul><li>Performance information </li></ul><ul><li>Previous engagement </li></ul><ul><li>(corp approach) </li></ul><ul><li>User and non-user </li></ul>
    7. 7. Engaging our customer <ul><li>The right mix </li></ul><ul><li>Comfortable environment </li></ul><ul><li>Stimulating rich feedback </li></ul><ul><li>HOW? </li></ul><ul><li>Surveys </li></ul><ul><li>Focus groups </li></ul><ul><li>In depth interviews </li></ul>
    8. 8. Who we spoke to and how
    9. 9. What did we find <ul><li>Root causes </li></ul><ul><li>Untapped resource </li></ul><ul><li>Visual and verbal quotes to challenge professional and organisational conceptions </li></ul><ul><li>Confirmation of some initial views and findings </li></ul><ul><li>13 principles to be considered in all our propositions </li></ul><ul><li>Link into other services and customer groups </li></ul><ul><li>Customers involved feel valued </li></ul>
    10. 13. Using the findings <ul><li>Toolkit for use in each proposition development – 13 principles </li></ul><ul><li>Training workshops and support </li></ul><ul><ul><ul><ul><li>Intro to ethnography and co-design </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Interview skills </li></ul></ul></ul></ul><ul><ul><ul><ul><li>creating a user engagement plan </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Integrating research with service design </li></ul></ul></ul></ul><ul><li>Building service and corporate skills for further projects </li></ul><ul><li>Feeding appropriate links into other services (older people, street services) </li></ul>
    11. 14. Final Thoughts <ul><li>Without a true understanding of customers we are missing huge opportunities </li></ul><ul><li>Our customers provide resource and skills </li></ul><ul><li>New skills and approaches are required to truly engage in re-designing services </li></ul><ul><li>Involving increases trust and satisfaction – and ultimately outcomes </li></ul>